Theory 2.0 Addresses the Future of Fashion With a Well-Priced, Super-Edited Capsule Collection

You probably know Theory as the no-fuss, minimalist workwear label women (and men) have relied on since 1997, when Andrew Rosen launched the brand with one pair of stretch trousers. It has remained a consistent resource for our wardrobes ever since—workwear or otherwise—but the Theory team isn’t resting on its laurels. They’re keyed into fashion’s shifting tides and customers’ changing priorities, so today, the company is introducing Theory 2.0, an incubator of sorts for its young, on-the-rise employees. Every few months, groups of staffers across the company—including design, tech, marketing, and beyond—will collaborate on a new initiative, whether it’s a product, a sustainability endeavor, or a philanthropic pursuit. As chief merchant Siddhartha Shukla puts it, 2.0 “gives young employees the latitude and space they need to execute their vision for the future of Theory, as well as the future of fashion.” Shukla acted as a mentor for 2.0’s debut project: a capsule of simple, layerable, versatile essentials for women, from the “perfect” blazer to a buttery vegan leather jacket and, of course, great pants.

“This is the clothing that makes sense for them today,” Shukla continues. “It’s what they want to wear, whether it’s for work or [a reflection] of what they’re seeing on the street.” Workwear staples like button-downs and trousers hang alongside vegan suede jackets, straight-leg jeans, and ribbed camisoles—all pieces you can dress up or down. It suggests young women today want versatility and ease more than anything else. Every item could be mixed and matched, and many pieces have a built-in two-for-one feature: A shirtdress can be unbuttoned at the sides to become a slit tunic, and a lofty wool coat is two-tone and fully reversible. Senior merchandiser Jacqueline Holden refers to those clever details as “value add properties.”

“We imagined this woman being on the go,” she explains. “She wants to be able to throw an outfit in her gym bag without thinking about it, so she feels effortless but still looks styled and polished at the office. Eight of us worked on this capsule, and we all came from different departments. But we thought about what items we would have to have in our wardrobe if we were starting from scratch, and what properties those pieces would have.”

Holden and her team also prioritized ethical, sustainable fabrics and manufacturing, and the price point is 30 percent lower than the main line. (That reversible coat, for instance, is $495.) Scroll through the debut capsule above, then shop it in Theory stores and at Theory.com starting today—and watch for 2.0’s next big reveal.